Take a Break

Holidays are in the air, and this is most certainly the case in The National Forest.

'The National Forest & Beyond' is the new tourism campaign launched recently to increase the number of short break holidays and day visits to The National Forest and East Staffordshire, North West Leicestershire and South Derbyshire. This is the first time the three councils have pooled their tourism budgets with The National Forest Company to maximise the overall impact of tourism to the area's economic advantage.

The launch event was held at Calke Abbey, a spectacular National Trust property in South Derbyshire. The Coors Shire Horse Team from the Bass Museum, complete with dray, joined forces with a Williams Formula One show car from Donington race track to celebrate the launch, and the new short breaks brochure was unveiled by Kay Alexander, well-known TV presenter of BBC Midlands Today.

Carol Thompson, non-executive director of the National Forest Company, and Chair of the National Forest Tourism Working Group, commented: 'As the 200 square mile Forest becomes more visible each year, this is a growing partnership indeed. It is the start of a long-term campaign to establish The National Forest & Beyond as a major tourist destination, and with more than 50 places to visit and almost 90 places to stay we are off to a flying start. Our latest information shows visitor numbers have risen to 5.7 million, bringing a spend of £128m and supporting almost 4,000 jobs. There is huge potential to build on this success. Ideally situated, covering parts of East & West Midlands, we are within 90 minutes drive of 10 million people. The National Forest and its surrounding area is ideal for a day out or that short break to give people time out in the countryside, great shopping opportunities with a choice of factory shops or delightful market towns, or simply relaxation and enjoyment in the fresh air.'

Martin Briggs, Chief Executive of East Midlands Development Agency, which is financially supporting this partnership campaign said: 'The National Forest is one of the key tourist destinations within the region and this excellent initiative shows quite clearly what can be achieved by working closely with our partners.

'To help make the East Midlands a top 20 European region by 2010, we're aiming to increase the contribution that tourism makes to the region's economy and boost the amount visitors spend while they're here. Instrumental to this is also encouraging more tourists to take short breaks in the region rather than just visiting for the day.'

Alison Hill of Grangefields Pine Lodge said, 'As a newly established self-catering facility within The National Forest, we are delighted with this initiative. The campaign sells the whole experience of The National Forest: there's so much to see and do in this ever changing landscape, be it new attractions, new woodlands or new activities. It's all good news for our visitors - and for our business.'

Send for your free National Forest and Beyond Short Breaks Guide:
Email: or Tel: 01283 516609 (Burton TIC)

A very sad note to a successful day was the death of Imperial, one of the Coors Shire Horses, a few days after the event at Calke Abbey. This was in effect his last public appearance. The horses were the real crowd pullers, everyone was struck by their size, their gentleness and calm manner. Staff at The National Forest Company were saddened at the news and have planted a tree in Imperial's memory.